The telecommunications company have joined forces with the Football Supporters Federation for the initiative, which began when Southampton hosted Watford on the opening weekend of the season on August 13 and continued on Saturday.

Sunderland fans were given the £10 notes in envelopes.

Inside, a note read: “Away fans matter. So in partnership with the Football Supporters Federation, we’re campaigning for £20 tickets to be the most you pay for away tickets.

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A message on Evolution Football Coaching’s Facebook page read: “Nice touch from Virgin Media at Southampton FC yesterday, giving every Sunderland fan £10 when going through the turnstiles so that they only paid £20 per ticket.

“Southampton are campaigning for away fans to pay no more than £20 per game but in their fight they’re also putting their money where their mouth is!”

Virgin also subsidised tickets for Saints fans at Old Trafford for their 2-0 defeat to Manchester United on August 19.